“Why do you have so many motorsports related case histories?” That’s a frequent question among those who call us for the first time, and even when we meet someone the question is often the same. It’s true: we have been working very often in motorsports, either in sponsorship or in hospitality programs through licensing and, most of the time, in MotoGP or Formula 1.
Why this choice? It’s not been because of personal passion, we are now biased towards motorsports but it’s not due to personal preference or contractual ties. On the contrary, we have always been an independent agency, so we have always started from the client’s objectives, and went on producing customized and ad hoc sponsorship projects.
We prefer MotoGP and F1 (when we can use them to talk with the client’s target) because, very often, they present a series of benefits and advantages that other sports do not offer and prove to be a very effective communication tool for brands and companies.
Below we list four good reasons for which we have chosen and we gladly choose MotoGP and Formula1 for our customers.
- The teams are accustomed to serving the sponsors and are well structured. The first sponsorships in F1 date back to 1968, 50 years ago, with the famous Lotus Gold Leaf. There is, therefore, a strong habit towards service, more culture of it and, we rest assured that the client is better served.
- Zero Violence. Unlike other sports, motor sports fans do not know fights, rivalries or moments of tension on the stands and outside the track. On the contrary: while inciting their own favourites, motorsport enthusiasts are first of all lovers of the discipline and fascinated by the world of racing. They applaud the technical gestures of the riders and turn every Grand Prix into a party. What does it matter to those who do business? It matters a lot because no one likes to bring their most prestigious guests in the midst of fights or clashes and perhaps ending up in the paper the next morning because the fans of the sponsored team have created disruption of public order.
- World championships are travelling communication platforms. Championships like MotoGP and Formula 1 touch a different country roughly every 15 days. For companies that have international aspirations, customers spread across corners of the globe, or the ambition to expand their business across borders, these aspects have immense value. Not only that: fans are consequently distributed all over the world, making a unified and homogeneous communication strategy possible.
- Frequency: 9 months a year, every year, all over the world. Some of the features listed above (the internationality, the good organization) are also common to other extraordinarily important sporting events such as the Super Bowl, the Olympics, the Football world cup, and the most important boxing matches and so on. However, these events pose problems from a temporal and logistical point of view: the Olympics and the world championships are every four years, while the Super Bowl lasts only one afternoon…on the contrary, Formula 1 and MotoGP have very long seasons, lasting more than nine months of the year, every year.
So you can go and touch your present and future customer directly in their backyard.
As always if you have any curiosities do not hesitate to get in touch using firstname.lastname@example.org